MARIETTA COLLEGE BRAND GUIDE table of contents WHAT IS A BRAND?

WHAT IS A BRAND? 3 A brand is a feeling.

THE MARIETTA BRAND 5 A brand is the identity of an organization—what it delivers everyday THE CORE OF OUR BRAND 5 as well as what it stands for in the hearts and minds of its audiences. POSITIONING 8 Effective brands connect the truth of who they are with what their PERSONALITY 8 audiences value. They have a personality and a position that set THEME 9 them apart. OVERVIEW MESSAGING 9 A brand is not a logo, or a mission statement, or a set of EDITORIAL TONE AND CONTENT 11 core values—although these do inform the brand. PERSONALITY 14 BRAND MESSAGING 16 It is who you are. USING THE BRANDING THEME 18 When everything an organization does supports its brand—and when MESSAGING BY AUDIENCE 19 a brand’s look, feel, tone and messaging are consistent throughout PROGRAM SPECIFIC MESSAGING 30 all communications—a brand can have enormous power. DESIGN AND VISUALS 33 This brand guide will help everyone at Marietta College harness VISUAL IDENTITY GUIDELINES 45 that power. LOGOS 46 COLORS 54 RECOMMENDED TYPE STYLES 64 ATHLETICS LOGO 66 LICENSING AND TRADEMARK ENFORCEMENT 83

CONTACT 91

2 MARIETTA COLLEGE WHAT IS A BRAND? 3 “UPHOLDING AND ENHANCING THE LEGACY OF THE MARIETTA BRAND THIS MAGNIFICENT INSTITUTION BEGINS WITH Bring Forth a Pioneer. TELLING OUR STORY. THE STORY OF MARIETTA This is the time. This is the place.

COLLEGE IS AN EMPOWERING, INVIGORATING The Marietta College brand is the story that both College and student create together. The way we express our brand through design and AND INVITING ONE, AND OUR SUCCESS DEPENDS editorial—the feeling we evoke—dynamically highlights who we are and who we aspire to become. ON EVERYONE’S HELP IN COMMUNICATING IT. WITH A COMMON LANGUAGE AND UNITED THE CORE OF OUR BRAND SPIRIT, WE CAN BUILD ON OUR PROUD PAST The Marietta College brand story can be distilled to three AND CONTINUE TO ENCOURAGE INTELLIGENT, essential elements:

CREATIVE AND COMPASSIONATE STUDENTS THE PIONEER SPIRIT OF OUR PEOPLE THE SPACE WE OFFER TO EXPLORE TO JOIN THE LONG BLUE LINE.” THE NEW FRONTIERS WE OPEN THROUGH OUR PROGRAMS

—PRESIDENT DR. WILLIAM N. RUUD

4 MARIETTA COLLEGE THE MARIETTA BRAND 5 THE MARIETTA BRAND 7 POSITIONING THEME

A brand positioning statement is an internal touchstone to guide communications. Marietta College’s branding theme is a call to action that communicates who we are It clearly defines how we differentiate ourselves from other colleges and universities in a distinctive way. It provides a framework for engaging all audiences with our value and the value we bring to students and our community. and mission.

At Marietta College, driven, independent people join It is a rallying cry, a specific call to the next generation of Marietta students—as well together in an expansive learning environment with leading- as a call for the current Marietta community and The Long Blue Line to unite. It asks edge liberal arts and professional programs to create all to draw upon their inner pioneer, connecting the College’s rich history with its a transformative experience that enables students resiliency and ability to provide an exceptional education. to boldly shape their future and the world.

BRING FORTH A PIONEER. PERSONALITY

Every brand has a personality, a way that we can reflect its identity in human terms. These attributes should guide the tone of all Marietta College communications. OVERVIEW MESSAGING

What does it mean that Marietta is a small, contemporary liberal arts and Independent Connected sciences college?

Driven Creative That relationships matter. That students gain top-level skills that employers value. That undergraduates and graduate Adventurous Inspiring students alike find their calling and make a difference— on campus and wherever they venture from here. Bold Transformative

8 MARIETTA COLLEGE THE MARIETTA BRAND 9 EDITORIAL TONE AND CONTENT

All editorial content and tone should reflect Marietta College’s brand personality and positioning.

In marketing communications and advertising editorial, strive for clarity and impact. Strive for thought-provoking headlines that differentiate Marietta College and draw readers into the story. Avoid institutional language that is not meaningful to the audience.

Compelling, well-told stories communicate the brand more effectively than facts and figures or lengthy explanatory text. Make efforts to highlight key points through powerful true stories told through a blend of captivating video, audio, text and photos.

EDITORIAL STYLE

Marietta College communications follow the most current edition of The Associated Press Stylebook. (This does not include scholarly publications, which follow relevant academic style guides.)

10 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 11 12 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 13 PERSONALITY

Every brand has a personality, a way that we can reflect its identity in human terms. Marietta isn’t for those These attributes should guide the tone of all Marietta College communications. who are content to follow. When writing copy and headlines, use a tone that is bold and inspiring, appealing to the independent spirit but always with our collaborative nature in mind—a tone that brings to life the Marietta brand personality.

Independent Pioneers are self-reliant, original thinkers. Connected Relationships matter to Pioneers. We are not content to follow the crowd—in fact, We create a collaborative culture deeply rooted in our we thrive on the challenge of blazing a new trail. responsibility to each other and to the world.

Driven Pioneers are hardworking individuals who want Creative Pioneers are innovative and entrepreneurial. to give back. We believe an understanding of the arts, humanities and sciences is essential to an expansive life and a problem- solving mindset. Adventurous Pioneers seek adventure. We challenge ourselves to explore every new opportunity, push beyond what we thought we could do and live fully Inspiring Pioneers dream big. in the moment. We believe that we can discover our calling and translate it into a career, that we can do and be more, that we can make a difference in the world. Bold Pioneers lead the way. We think boldly and act for impact, whether it’s creating a nationally recognized academic program, winning a Transformative Pioneers put their dreams into action and achieve more championship or harnessing our leadership and analytical than they ever imagined. skills to shape our careers and communities.

14 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 15 BRAND MESSAGING THE SPACE WE OFFER TO EXPLORE

When telling the Marietta College brand story, keep in mind the essential elements of With space to seek adventure, Pioneers will thrive. our messaging: the pioneer spirit of our people, the space we offer to explore and the • Our campus provides the technology and resources for students, faculty new frontiers we open through our programs. Consider these elements when writing and staff to pursue their interests. copy; they help articulate our positioning and tell Marietta stories in a way distinctive from other colleges and universities. • Our campus and surrounding community provides a safe place for students to take the intellectual risks that expand their knowledge of the world.

THE PIONEER SPIRIT OF OUR PEOPLE • Our location between two rivers amid Appalachia’s natural beauty provides boundless opportunities to enjoy the outdoors, and the region’s pioneer history Pioneers are driven and independent—and know that together they can accomplish and contemporary culture provide other expansive opportunities to stretch anything. students’ experiences.

• We are hardworking students, faculty and staff, with a work ethic, intellectual curiosity and drive to give back.

• Students, faculty and staff are genuinely connected. Every single student works THE NEW FRONTIERS WE OPEN THROUGH OUR PROGRAMS individually with a faculty mentor in a capstone project and experiences a Pioneers always lead the way. culture of interaction with all Marietta community members that changes his or her life. • We put a modern spin on the classic liberal arts education. Extensive experiential learning, professional opportunities and integrated leadership • We are The Long Blue Line of successful, proud and loyal graduates who training allow students to apply the broad knowledge and in-demand skills stand ready to inspire the next generation of Marietta students. gained from studying the arts and sciences.

• We respect diversity and celebrate a global perspective. • We are a leader in petroleum engineering, land management, teacher education and more, and offer exceptional opportunities and nationally accredited programs in a wide range of academic fields.

• The result is graduates who open new frontiers in their futures and in their fields.

16 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 17 USING THE BRANDING THEME MESSAGING BY AUDIENCE

BRING FORTH A PIONEER. Within Marietta College’s brand “voice,” the attributes of our brand personality can be dialed up or down to craft copy that resonates with different audiences. Think of Marietta College’s branding theme is a call to action that communicates who we are these attributes as volume controls. in a distinctive way. It provides a framework for engaging all audiences with our value and mission. For instance, when writing for an audience of young potential undergraduate students, the tone and style should connect with their desire for originality (Independent) and The theme is a rallying cry, a specific call to the next generation of Marietta students— exciting new challenges (Adventurous). When addressing their parents, the tone and as well as a call for the current Marietta community and The Long Blue Line to unite. style should be more practical (Driven) and outcomes oriented (Transformative). Variations of the theme pair with phrases such as “This is the time. This is the place.” to tailor the message to specific audiences and create a sense of immediacy. The following sections highlight the messaging emphasis and give an editorial Whether speaking to high school students or potential donors, with this theme we example for many of Marietta College’s primary audiences: prospective are calling audiences to act and promising that here is where that action will have undergraduates, prospective athletes, parents, prospective graduate students, the greatest impact. alumni, donors, faculty and staff.

The use of “Pioneer/pioneer” connects Marietta College’s rich history, long line of When crafting your message, first step back to consider your audience’s needs so successful alumni and powerful athletics with the exhilarating promise of all that that you can shape effective, authentic communications that meet these needs. the College, and those connected with it, can and will do. Ground your message in current beliefs and future expectations to build credibility and inspire your audience to action.

18 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 19 EDITORIAL TONE AND CONTENT 21 SPEAKING TO POTENTIAL UNDERGRADUATES EDITORIAL EXAMPLE

Today’s Generation Z possesses a strong desire to better the world, and many are Have you heard what happened to those with curious minds? hopeful their personal interests will translate into careers. While they value a college They packed up. They got out. Broke free of conventions. degree, they are concerned with cost. The theme speaks to both the practical impact that choosing Marietta will have on them as well as the impact they will make as they And, oh, you won’t even find them on the path less traveled. These prospectors go forth from Marietta. of knowledge, these nonconformists, are blazing a new trail. A course that confronts challenges. With the sole purpose of defeating them.

By blending a soaring, lyrical feel and bold ideas, editorial will appeal to all genders of They never fall in line. But they are joining the long line of those who sought adventure, students to help achieve the gender balance the College seeks. explored the unknown and prepared for anything.

Breathe. Let go.

MESSAGING EMPHASIS Hear the voice inside you. It’s calling. An undeniable desire to seek answers and the tenacity to put them to good use.

Independent Adventurous Sing the song of your mind.

Connected Inspiring This is the time. This is the place. Bring forth a Pioneer.

Creative Driven

Bold Transformative

22 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 23 SPEAKING TO PROSPECTIVE ATHLETES SPEAKING TO PARENTS

With the College’s electrifying Ohio Athletic Conference competition and mounting For cost-conscious families, and particularly for the parents of the many first- list of national championships, DIII athletes will have powerful opportunities as generation college students that Marietta attracts, the theme creates an exciting Marietta Pioneers. opportunity to explain the value of a liberal arts education to prospective families by emphasizing the immediate need for critical thinkers, problem solvers and well-rounded individuals.

MESSAGING EMPHASIS MESSAGING EMPHASIS

Driven Bold Driven Creative Transformative

Connected Independent Connected Independent Bold Adventurous Inspiring

Creative Inspiring Transformative Adventurous

EDITORIAL EXAMPLE EDITORIAL EXAMPLE

It’s just like a Pioneer to rise to the challenge. This is the time. This is the place. You’ve worked hard. And at Marietta, it will pay off. Today’s employers in all fields are seeking innovative problem solvers and strong thinkers Not just as part of a team that wins the championship in the Ohio Athletic Conference, but who can advance their organizations. They seek leaders ready to tackle as part of a school where every student and professor will challenge you to reach inside any challenge. and go further and faster than you imagined you could. Marietta College prepares those leaders. It’s time. We help students pursue big ideas, apply them to real life and turn what they care about into a career. Along the way, our professors and alumni connect students to a professional network throughout the country and across the world.

When it comes to lifelong opportunity, Pioneers always lead the way.

24 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 25 SPEAKING TO PROSPECTIVE GRADUATE STUDENTS SPEAKING TO ALUMNI

A master’s degree from Marietta College opens a path to career success and the ability The theme allows alumni to reflect on their own years at Marietta College with to make a real impact on others through one’s profession. nostalgia and appreciation for how the College shaped their future. It builds on the pride and loyalty of The Long Blue Line to instill a desire to connect with and support the College, helping their own in times of both need and strength.

MESSAGING EMPHASIS MESSAGING EMPHASIS

Driven Transformative Connected Transformative

Bold Driven Inspiring

Independent Connected Inspiring Creative Adventurous Independent Adventurous Creative Bold

EDITORIAL EXAMPLE EDITORIAL EXAMPLE

If you’re seeking maximum impact on your career and your community, Marietta College We are Pioneers and our time is now. is the place. We are expanding the frontiers of science, art, education. We are giving back and forging Our graduate-level Physician Assistant Program will prepare you to meet the dramatically ahead. We are readying the next generation of adventurers who seek to blaze new trails. rising need for quality healthcare in our region and throughout the country. The physician assistant profession is one of the fastest-growing occupations in the nation. Forbes and Together we can do anything. USA Today have named it the most promising job in America. You are The Long Blue Line. At Marietta, close collaboration with talented professors, along with extensive research We want you to be part of its future. and clinical opportunities, will energize you and prepare you in every way. Our students consistently surpass the national graduation rate and first-time pass rate on the Physician Assistant National Certifying Examination. Nearly all obtain immediate employment, with more than two-thirds practicing in Ohio and the Appalachian region.

Think boldly. Act for impact. As a Pioneer, your potential is unlimited.

26 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 27 SPEAKING TO DONORS SPEAKING TO FACULTY AND STAFF

Through their support of Marietta College, donors will directly impact talented, Small, liberal arts colleges draw faculty and staff who value teaching and their hardworking students who will, in turn, positively impact their professions, their relationships with students. The theme allows the College to highlight the communities and the future. transformative impact prospective faculty and staff will have as they pursue their professional careers in Marietta’s highly collaborative, interactive culture.

MESSAGING EMPHASIS MESSAGING EMPHASIS

Connected Transformative Bold Connected Transformative

Driven Inspiring Inspiring Driven

Creative Creative Adventurous Adventurous Independent Independent Bold

EDITORIAL EXAMPLE EDITORIAL EXAMPLE

The world needs Pioneers. At Marietta College, great work has greater impact.

Bold thinkers ready to confront any challenge. Independent spirits able to inspire and lead As you expand the boundaries of your field, you will open new possibilities to students others on the journey to a promising future. with the drive and independent spirit to make a difference wherever they go. Finding our next Pioneers takes a Pioneer. Our highly collaborative culture inspires deep mentoring It takes all of us to prepare the next generation that will go forth from Marietta. relationships that are truly life changing for our students. This is the time. This is the place. Here you will find remarkable resources and an environment inspired by the energy of With your help, we will continue to bring forth Pioneers. colleagues who dedicate their expertise to creating innovative, nationally recognized programs.

Here you will harness the practical power of a liberal arts education.

28 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 29 PROGRAM SPECIFIC MESSAGING EDITORIAL EXAMPLE: PHYSICS MAJOR

To engage audiences with the Marietta College brand and support our brand Liquid nitrogen ice cream? Just one of the creative ways Joe Andler ’15 helped promote campus science clubs and research while he was at Marietta. Joe interned at the National positioning in marketing communications and advertising editorial, it is important High Magnetic Field Laboratory through a Marietta alumni connection. He is now at to present the College as a whole and highlight our strongest programs. Content Purdue working on a doctorate in materials engineering. should be strategically chosen to support our essential brand elements, which often for communications produced by the College means emphasizing Marietta College Major in physics or applied physics at Marietta and enjoy research opportunities that many students often wouldn’t have until graduate school. overall and its leading programs. At the departmental level, it means selecting specific content that illustrates the pioneer spirit of our people, the space we offer to explore In small classes and independent projects, you will work closely with faculty who and the new frontiers we open through our programs. Communicating the brand are dedicated to teaching and mentoring student research. You will use state-of-the-art effectively in this way will help us reach our overall admissions and advancement facilities including a parallel computing cluster and quantum optics, scanning tunneling goals, thus strengthening all of our departments. microscopy and surface physics laboratories. Marietta physics students earn NASA summer research fellowships, intern at Stanford, Johns Hopkins and Columbia universities, work in our planetarium and present their work at regional and In developing editorial for specific programs, keep in mind Marietta College’s national conferences. branding theme and essential messaging elements as well as the aspects of the brand personality that are most applicable to that program. EDITORIAL EXAMPLE: MANAGEMENT MAJOR

“Marietta gave me the excitement of learning new things every day; I always felt challenged. Taking courses that didn’t directly align with my fields of study exposed me to different ways of thinking and enhanced my communication, analytical and reasoning skills.” —Nathalia Ferreira ’16, Account Representative, DHL Express

Marietta’s broad range of courses and extensive opportunities for practical experience will help you prepare for a career in management in nearly any field you can imagine. In small classes and research projects, you will learn from faculty with significant international experience.

As a management major, you will help local businesses solve real problems. You can also connect with local entrepreneurs and social innovators in our PioPitch program. Or work on your leadership skills with experts at our McDonough Center for Leadership and Business.

30 MARIETTA COLLEGE EDITORIAL TONE AND CONTENT 31 DESIGN AND VISUALS

The Marietta College brand expression uses a variety of graphic elements to help convey the BRING FORTH A PIONEER theme and add a sense of forward motion and energy, including action-oriented graphics and design principles. While they may be used together, each creative execution should generally have only one visually dominating graphic element used with imagery.

Design and visual brand elements include:

• Upward diagonal lines

• “A to B” directional graphics

• Bold underlines

• Boundless and expansive layouts

• Dramatic photography and video of natural moments

32 MARIETTA COLLEGE DESIGN AND VISUALS 33 This is Upward diagonal lines

the time. Bold underlines

To be an NCAA athlete … a DJ or a passionate musician … the leader of an innovative service project.

College is the perfect time, and Marietta is the perfect place, to discover all you can be and do. This When you come to Marietta, everyone will want you to join them, from the cast of the musical to the varsity crew team to the McDonough Leadership Program to the student- run TV station. With 95 percent of students living on campus—in traditional and apartment-style residence halls, fraternities and sororities—living and working with your best is the friends will be one of the best parts of the journey. Dramatic photography and video of natural moments place. UPWARD DIAGONAL LINES

Diagonal lines moving upwards suggest the idea of forward motion. Used over When upward diagonal lines intersect with a headline, the connecting font photography or as an accent, they should be offset with different beginning and end should be altered/cropped to follow the angle of diagonal lines. points. When used as a pattern on white backgrounds or connecting two boxes they should appear evenly cropped. Lines are set at a -55.25° angle.

CORRECT INCORRECT TAKE A ROAD

EXPERIENCE.MARIETTA.EDU/PURL

It’s just like a Pioneer to rise to the challenge.

36 MARIETTA COLLEGE DESIGN AND VISUALS 37 38 MARIETTA COLLEGE example onpage 39). (-55.25) or contrasting angles(shown in the second example below, andin the diagonal linesare usedon the samepage, they will beset to the sameangle with any upward diagonal lines.Preferably, if the directional graphics andupward arrow), or “circle” (a simplecircle). The angleof directional linesshouldnot compete the start/end settings that may beusedare “bar”(a simpleline), “barbed”(a thin While their useis versatile, their styleshouldremain consistent. In Adobe InDesign or terms with imagery, andcreate letters within inlarge headlines. points andarrows become dynamic treatments for bulletpoints, connect key phrases The Pioneer spiritis visualized through “A to B”directional graphics. These lines, “A TO B”DIRECTIONAL GRAPHICS Never left the state? Decided onpre-med? Never touched aninstrument? Always beenaswimmer? As the startingpoint for adventurers for more than 175 years, it’s only natural YOURS.THE NEXT BIGIDEA BECAUSE IS PIONEERS ARE ALWAYS FIRST. choose our minor inentrepreneurship. and socialinnovators in the PioPitch program. And students inany major can business venture inour PioBiz Competition, or connect with localentrepreneurs You canalsocompete for up to $10,000 to support your new for-profit environmental science. public relations, graphic design,psychology, petroleum engineeringand abroad with private companies andnonprofits in fields includingeconomics, entrepreneurial initiatives. Students have interned throughout the U.S. and receive astipendof $4,000 to support your work with entrepreneurs or Through our Summer Entrepreneurship Internship Program, you could business partners. in the nation,supported by acommitted network of faculty mentors and that Marietta College would have oneof the finest entrepreneurship programs Study inEngland for asemester. Learn to rock climb. Add anartminor. Take guitar lessons.

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FLEXIBLE DESIGN AND VISUALSDESIGN

39 39 BOLD UNDERLINES BOUNDLESS AND EXPANSIVE LAYOUTS

To add interest to a headline or emphasize a word or phrase within a headline, Visually conveying the space to explore that Marietta College offers is best a thick underline can be used in combination with a boldface font. This underline accomplished through spacious layouts and text treatments. This should should also be used to draw interest to a secondary graphic, like the logo or a primarily be done through images, text and graphics that bleed off the page. subhead. This connecting element adds a sense of motion. Exaggerating paragraph leading, limiting content on a page and contrasting headline and body copy sizes can also help layouts appear more expansive.

Turn your As a Marietta graduate, you’ll be joining surgeons, teachers, scientists, activists, actors, engineers, business leaders, authors and more. They remember where the journey started—and so they’ll want to help you, passion with internships, advice and, yes, job offers. The long line of adventurers who have gone forth from Marietta includes a Noble Prize-winning U.S. into your Vice President, a NASA astronaut, a pioneering AIDS researcher and a Major League Baseball Manager of the Year. As a Marietta graduate, you’ll be joining surgeons, teachers, scientists, activists, actors, paycheck. engineers, business leaders, authors and more. They remember where the journey started—and so they’ll want to help you, with internships, JOIN A LONG LINE OF ADVENTURERS. advice and, yes, job offers. The long line of adventurers who have gone Of course our graduates get jobs—many from forth from Marietta includes a Noble Prize-winning U.S. Vice President, internships or service work they completed a NASA astronaut, a whilepioneering in college. AIDS researcher and a Major League Baseball Manager of the Year.As a Marietta graduate, you’ll be joining But at Marietta, it’s more than that. It’s gaining surgeons, teachers, scientists, activists, actors, engineers, business Wake Go rowing on the Ohio River. Mountain bike, fish big-picture skills that will help you adapt for or hike on North Bend State Park’s miles of trails leaders, authors and more.any job—communicating They remember whereeffectively, the journey thinking started— and 305-acre lake. analytically and problem-solving creatively. and so they’ll want to help you, with internships, advice and, yes, job up with OR STAY UP WITH THE MOON. offers. The long line of adventurers who have gone forth from Marietta Treat yourself to a late-night burger and milkshake includes a Noble Prize-winning U.S. Vice President, a NASA astronaut, at Izzy’s in Andrew’s Hall. Grab a coffee at Chlapaty the sun. Café to fuel an impromptu study session. Or walk a pioneering AIDS researcher and a Major League Baseball Manager of downtown to catch your favorite band. the Year. As a Marietta graduate, you’ll be joining surgeons, teachers, scientists, activists, actors, engineers, business leaders, authors and more. They remember where the journey started—and so they’ll want to help you, with internships, advice and, yes, job offers. The long line of adventurers who have gone forth from Marietta includes a Noble Prize-winning U.S. Vice President, a NASA astronaut, a pioneering

40 MARIETTA COLLEGE DESIGN AND VISUALS 41 DRAMATIC PHOTOGRAPHY AND VIDEO USING FILTERS OF NATURAL MOMENTS Not every visual captures the emotion and setting as powerfully as intended. The style of photography and video will add to the sense of exploration and the Filters may be applied to professional quality images or video that already capture importance of living in the moment. The colors and lighting of scenes should be an engaging scene, experience or individual, but may be more inspiring or dynamic dramatic and warm and use the natural beauty of Marietta College’s location and with enhanced lighting and color. The primary use of filters should be to add warmth campus to highlight the expansive opportunities the College provides its entire (Marietta’s brand photography and video style) to a visual. community. These visuals should capture sincere moments of realization and Filters should not overpower or take away from the subject and content of the image, fulfillment. or drastically change the natural colors of an image. Special vintage-style, bordered Most importantly, photography and video must be of professional quality. The candid or era-specific filters are not appropriate. style should not be mistaken for low quality or point-and-shoot imagery or video. Adjustments to professional photography and video should be made by qualified professionals with the Office of Strategic Communications & Marketing at Marietta College or approved vendors.

WITHOUT FILTER WITH FILTER

42 MARIETTA COLLEGE DESIGN AND VISUALS 43 VISUAL IDENTITY GUIDELINES

The guidelines have been designed to be user friendly and to make your communication materials both attractive and effective. Each content section offers instant access to the information you need, including:

• Marietta College’s official visual identity marks, including the College’s logo, seal and athletics logos

• Guidelines for use of the College’s official colors and typefaces

• Examples of Marietta College letterhead, envelopes and business cards and instructions for their use

• Important trademark and merchandising information

44 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 45 MARIETTA COLLEGE VISUAL IDENTITY MARKS LOGO USAGE

Marietta College’s visual identity is based on a system of official graphic marks, The Marietta College logo is the primary visual identity mark of the institution and coordinated to help the public easily identify the College and to promote Marietta’s is to be used on stationery, merchandise and all printed and electronic publications distinctive assets and visibility among its many important audiences. The images intended for off-campus use. The logo must always be printed in a one-color format. depicted below are the official visual identity marks of Marietta College. To promote Acceptable colors are Marietta Blue (PMS 281 Coated, PMS 295 Uncoated), black, gray, strength and consistency—and to protect important trademark registrations—use of metallic silver and white in a reverse-out application. The logo must be produced at these marks should adhere to the graphic standards outlined in this manual. 100% of the color—screening the logo is not an acceptable usage.

OFFICIAL MARIETTA COLLEGE LOGO REPRODUCING THE LOGO

ICON

LOGO

WORDMARK

In the summer of 2006, the Marietta College President and Cabinet officially The Marietta College logo comprises carefully crafted, customized artwork and type. approved this logo to serve as Marietta College’s primary visual identity mark of As such, the College requires that electronic files or camera-ready art be used the institution for use on its stationery package, merchandise and all printed and to create all forms of communication. Any attempt to recreate the art, type or electronic publications. The “Erwin Tower” oval icon represents Marietta College’s spacing and styling of the logo by desktop publishing or word processing will history of commitment to academics and to its liberal arts foundation. result in inconsistencies that will compromise the integrity of the logo.

This logo has been used since the mid-1980s but had not until 2006 been “officially” designated as the logo of Marietta College.

46 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 47 LOGO SIZING INCORRECT LOGO USAGES

The recommended minimum reproduction size of the To ensure visual consistency, promote recognition and preserve its trademark Marietta College logo is 3/4” in width. Reducing the logo status, the Marietta College logo must not be altered in any way. The illustrations further compromises the integrity of the icon and the 3/4” WIDTH below demonstrate many, but not all, incorrect uses of the logo: readability of the wordmark.

TOWER ICON AND WORDMARK USAGE

The Marietta College Tower icon and wordmark may be separated (or peeled apart) and used alone to represent Marietta College. The first option in any printing of the INCORRECT USAGE INCORRECT USAGE INCORRECT USAGE College logo would be to use the entire logo, but there are cases where the Tower icon Elements removed Shifting of elements Single-line logo or the wordmark may be used.

INCORRECT USAGE INCORRECT USAGE INCORRECT USAGE Shifting of elements Shifting of elements Stretching or distorting

INCORRECT USAGE INCORRECT USAGE INCORRECT USAGE Changing proportions Font substitution Rotating or angling

INCORRECT USAGE INCORRECT USAGE Separate and screen icon Substitution of icon

48 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 49 OFFICIAL MARIETTA COLLEGE SEAL INCORRECT SEAL USAGES

The illustrations below demonstrate many, but not all, incorrect usages of the seal:

The Marietta College seal is the official ceremonial mark of the institution. As such, it is reserved for more limited use than the logo. Hand and Crest Border of seal missing Gray used used alone in background Historically, institutional seals were used to authenticate official messages. Their design is purposefully intricate and descriptive. The College seal is reserved as the official ceremonial mark of the institution for usages such as official documents, diplomas, citations and special signature items. It SHOULD NOT be used routinely on print or electronic communications or merchandise. Use of the seal must be approved by the Director of Creative Services. To ensure consistency, the hands in the shield should not be used as a separate image, the artwork and text inside the seal should Altered fonts Altered artwork Outdated artwork not be altered in any way, and all previous versions of the College seal should be retired from use.

50 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 51 FAUX MARIETTA COLLEGE SEAL OFFICIAL MARIETTA COLLEGE ATHLETICS LOGO

The Faux Marietta College seal is to be used only on products for merchandising In November 2002, Marietta College introduced a new system of athletic visual that require a simplified version of the seal or do not meet the higher end product identity marks (shown above). All athletic logos are reserved for the use of the requirement of the College’s official seal. Marietta College Department of Athletics, which has its own graphic standards to direct these logos’ specific use. The Faux College seal should ONLY be used on merchandise and NOT official College communication. You can find the standards for these marks located on page 66.

52 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 53 MARIETTA COLLEGE COLORS COLOR MATCHING

The official colors of Marietta College are “Marietta Blue” (Pantone Matching System Correct vs. incorrect usages: PMS 281 for coated paper and PMS 295 for uncoated paper) white and metallic silver. When metallic silver cannot be used, the alternative is PMS Cool Gray 3. All of the Marietta College visual identity marks (the logo, seal and athletic logos) must appear in their entirety in either Marietta Blue (PMS 281 coated, PMS 295 uncoated), black, gray, metallic silver or in white for reverse-out applications. CORRECT USAGE CORRECT USAGE CORRECT USAGE PMS 281 C PMS 295 UC BLACK Since white is one of Marietta’s official colors, white paper is usually a better choice than off-white or colored papers for printed publications, and provides a white background when reversing out Marietta’s visual identity marks.

When ordering materials from a vendor (for example, shirts and mugs), asking for INCORRECT USAGE INCORRECT USAGE INCORRECT USAGE “navy blue” is acceptable. Using wrong color Using wrong blue Using a two-color logo

281 C 295 UC White Cool Gray 3 Metallic Silver 877

54 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 55 REVERSES PATTERNED BACKGROUNDS

Readability and clarity are critical elements of Marietta’s visual identity marks. All marks should not be used on patterned backgrounds if at all possible. If a Dark inks on light papers offer the best effect. Designers should take care that any question arises about the usability on a patterned background, please feel free use of a reverse-out effect offers a high contrast for maximum legibility. To reverse to consult the Director of Creative Services about the logo usage. out of a photo or illustration, the area chosen for the reverse should be as dark and solid as possible, avoiding patterns that could make reading difficult (see example below). If PMS 281 or black are not used in your publication, reverse the visual HOT-STAMPING OR EMBOSSING identity mark in white from the darkest color. Designs that incorporate hot stamping or embossing of any of Marietta College’s Correct vs. incorrect reverse usages: visual identity marks should be produced in conjunction with the Office of Strategic Communications & Marketing. Hot stamping and embossing options are generally limited to navy blue, black, silver or a blind emboss.

CORRECT USAGE CORRECT USAGE INCORRECT USAGE Reverse-out (PMS 295) Reverse-out (Black) Outline of logo

Please Note: When printing a logo in a standard reverse, you must use the reverse logo. Adding an outline to the image will result in an incorrect usage.

Correct Reverse Usage Incorrect Reverse Usage

56 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 57 UNIT-SPECIFIC LOGOS “GRANDFATHERED” EXCEPTIONS

The Marietta College name and reputation are strong, and as such, they are an asset A limited number of individual campus entities are able to use their own logos or to entities on campus, a fact that reduces the need for individual unit-specific logos. wordmarks, due to unique cultural or historical significance, funding provisions or The overwhelming majority of entities on campus are represented visually by the an established strong identity with certain key audiences. However, to demonstrate Marietta College logo, customized to the name of their individual entity as shown a close connection to Marietta College, the College logo must also appear on the below. This unit-specific logo represents individual campus entities on all stationery, entity’s letterhead, merchandise and printed and electronic communications. merchandise and printed and electronic communications. These entities include, but are not limited to: STUDENT-FUNDED CLUBS AND ORGANIZATIONS • Administrative offices and their respective departments (i.e., those that report to the Office of the President, Provost, Vice Presidents, Deans and Directors) Due to their nature and frequent changes in leadership, student clubs and organizations recognized by Marietta College and funded primarily by students Former logos or wordmarks previously used by these entities should be retired may use their own logos and wordmarks when communicating with an on-campus from use. audience. When communicating off campus, they must use the official Marietta College logo or the phrase “A Student Organization of Marietta College” in conjunction with their own logo or wordmark.

SAMPLE PROPORTION CONTROL AREA

2” logo width (PMS 295)

3/32” EDWY R. BROWN DEPARTMENT OF PETROLEUM ENGINEERING EDWY R. BROWN DEPARTMENT AND GEOLOGY OF PETROLEUM ENGINEERING AND GEOLOGY

Font: StonePrint (all caps); Point Size: 8pt; Leading: 9.6pt; Tracking: 0; Ink: Black or PMS 295

58 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 59 LETTERHEAD ENVELOPES

Marietta College’s official letterhead may be ordered by contacting the Office The standard address block used for all Marietta College envelopes and labels is of Strategic Communications & Marketing. Campus entities may order standard illustrated below. The Office of Strategic Communications & Marketing coordinates an institutional letterhead, or letterhead customized for their individual school, annual envelope order for all campus entities each spring, but will produce envelopes office, department or program, as shown below. To maintain consistency and throughout the year as requested. professionalism in all College correspondence, individual campus entities or persons may not design their own letterhead.

STANDARD MARIETTA COLLEGE ENVELOPE

.75”

CUSTOMIZED UNIT-SPECIFIC ENVELOPE

OFFICE OF ADMISSION 5/16”

Logo 1 3/4” logo width Starts 5/16” down 5/16” PMS 295

Address Block All text besides the Marietta College Logo 8.5 pt. /12 pt. leading will be printed in PMS Black. Office Line: StonePrint Bold Address Line: StonePrint PMS BLACK

1” 1”

CHARTERED IN 1835 CHARTERED IN 1835 215 Fifth Street • Marietta, Ohio 45750 • Phone: 740.376.4000 • www.marietta.edu 215 Fifth Street • Marietta, Ohio 45750-4005 • Phone: 740.376.4600 • 800.331.7896 • Fax: 740.376.8888 [email protected] • www.admission.marietta.edu

STANDARD MARIETTA COLLEGE LETTERHEAD CUSTOMIZED UNIT-SPECIFIC LETTERHEAD Correct address block for Business Reply Mail: MARIETTA COLLEGE DEPARTMENT NAME OR OFFICE NAME/BOX # 215 FIFTH STREET MARIETTA, OH 45750

60 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 61 BUSINESS CARDS CORRESPONDENCE STYLE GUIDELINES

To maintain a consistent and professional image for Marietta College, the business To provide a more standardized, professional look for Marietta College card formats illustrated below will be used for all campus personnel. Individual correspondence, the College suggests that the letter begin at least 2” from the campus units or persons may not design their own Marietta College business cards. top of the page, with a 1” margin at both the right and left. A 11/4” margin should The only exception is the Marietta College athletic department, which follows its be set at the bottom of the page. It is suggested that correspondence should be own visual identity guidelines. printed in 11 point Arial (sans serif) or Times New Roman (serif) font and follow the format shown below.

Front of the card 2”

April 5, 2006 1”

Mr. Name O. Person 123 Market Street Marietta, OH 45750

1” Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nunc quis felis. Aliquam iaculis ante. Integer 1” pharetra, turpis nec blandit ultrices, tortor erat volutpat dui, vel sagittis dui justo interdum enim. Proin adipiscing porttitor diam. Integer molestie nisi in felis. Nulla lorem. Quisque accumsan. Nunc consequat dolor et leo. Nam viverra scelerisque felis. Vestibulum rhoncus ullamcorper libero. Vivamus purus. Proin eget risus eu nibh tempor imperdiet. Vestibulum tincidunt pharetra est. Sed bibendum. Back of the card Cras viverra magna eget erat aliquam mattis. Nunc ullamcorper, metus quis semper rutrum, lorem erat tempus ante, a pretium justo dui at justo. Nulla purus eros, feugiat a, ultricies eget, ornare eget, mi. Donec tincidunt auctor dolor. Nulla dignissim. Nam at leo. Nulla facilisi. Maecenas elementum tempus mi. Ut in diam vulputate dui varius imperdiet. Phasellus hendrerit ligula ut eros. Sed est lectus, vestibulum at, placerat quis, venenatis id, velit. Second sheet 1” letterhead marginsNulla nec nunc. Sed posuere auctor justo. In hac habitasse platea dictumst. Proin in urna. Integer sem neque, accumsan et, bibendum ut, vehicula a, diam. Quisque nisl erat, adipiscing non, sodales et, sceleris- que consectetuer, urna. Duis at velit. Suspendisse ultricies massa. Curabitur iaculis. Morbi pede elit, elementum et, dictum a, venenatis in, urna.

John B. Smith Chair, Department of Biology

1.25”

CHARTERED IN 1835 1.25” 215 F ifth Street • Marietta, Ohio 45750 • 740.376.4000 • www.marietta.edu

62 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 63 RECOMMENDED TYPE STYLES VEHICLES

The recommended type styles for Marietta College’s stationery and campuswide All visual identity guidelines outlined in this manual apply to the use of the Marietta marketing materials are listed below. These type styles possess a dignified, easy- College logo on campus vehicles. The College’s location, “Marietta, OH” should also to-read quality, and their use is encouraged for body copy in brochures, newsletters, be included. advertisements and other communications. The vehicle samples shown below are for illustrative purposes only. They are not SERIF StonePrint-Roman intended to limit exact sizing or placement of logo, or to be all-inclusive of options. ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

StonePrint-Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

StonePrint-Roman Small Caps ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890 MARIETTA, OH

StonePrint-Italic Small Caps ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Times New Roman Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

SANS SERIF Arial - Normal ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Texta - Light ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Texta - Book ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

Texta - Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890

64 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 65 ATHLETICS VISUAL IDENTITY GUIDELINES MARIETTA COLLEGE VISUAL IDENTITY MARKS

All materials printed or produced by the Marietta College Department of Athletics, or Marietta College’s athletic visual identity is based on a system of official graphic in the name of Marietta College Pioneers, will adhere to the guidelines of the Marietta marks, coordinated to help the public easily identify College athletics and to promote College Athletics Visual Identity. Marietta’s distinctiveness and visibility among its many important audiences. The images depicted are the official athletic visual identity marks of Marietta The graphic elements contained in this guide are not to be altered in any manner College. To promote strength and consistency—and to protect important trademark and are reserved for use by Marietta College Athletics only. The Assistant Director registrations—use of these marks should adhere to the graphic standards outlined of Athletics or Director of Creative Services must approve any exceptions. in this manual. • Individuals may not order any merchandise (clothing, stationery, etc.) that does not conform to these guidelines, including all items purchased/produced OFFICIAL MARIETTA COLLEGE ATHLETICS LOGO in-house or by third-party vendors.

• Apparel-related items may require additional guidelines.

Marietta College’s athletics imagery is one of the most visible representations of the College’s visual identity. In order to strengthen and maintain this image, the College has developed this guide to define specific, acceptable uses of athletics logos, images and fonts:

• When printing the names of individual teams and programs, the College’s approved, specially designated type font must be used. The primary Marietta College Pioneers athletic logo uses a stylized Pioneer and incorporates the word “Pioneers” in white with a silver/gray and navy blue outline. • Each of the images shown in this guide must appear in a horizontal and square For the vast majority of applications, the primary logo is preferred and should be position. No other format is acceptable. used. Where possible, print the entire image in Marietta College Blue (PMS 281 or • Use of any previous images, letterhead and other athletic design elements PMS 295) and either Metallic Silver, 30% of PMS Black, or PMS Cool Gray 3. must be discontinued as new items are ordered.

• In accordance with all graphic standards and uniform guidelines, images shown are only a sampling of how the logos will be personalized to fit each athletic program.

66 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 67 SECONDARY LOGO LOGO TYPE OPTIONS

Use of the secondary logo is acceptable for most applications, and is used at the There are two logo type options for general athletics use. Either one may be used. discretion of the individual coach or Assistant Director of Athletics. The following In addition, each individual program has its own team-specific logo type designation secondary logo and wordmarks are permissible, and are to be used as the first for related items. choice when not using the primary logo.

“Pioneers Head Logo”

Example 1: This is how the Example 2: This is how the Logo Type PIONEERS Logo Type would be would be used with an individual WORDMARKS used with an individual program. program.

“Marietta” is fully acceptable to be used as the secondary mark and is to be used when not using the primary logo.

Example 3: This is an example of how Example 4: This is an example of how the one-color PIONEERS Logo Type the one-color Logo Type would be would be used with an individual used with an individual program or program or general athletics. athletics in general. “Pioneers Word Logo”

Example 5: This is an example of the Example 6: This is an example of the one-color Primary Logo and how it full-color Primary Logo and how it can be customized for an individual can be customized for an individual program. program.

68 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 69 ATHLETICS GUIDELINES REPRODUCTION AND MINIMUM SIZE

To assure that the logos are used correctly, the following guidelines have been Whenever possible, the logo should be used in one of the standard sizes as described established. Exceptions to the rules outlined below require approval of the in this manual. The logo must never be reproduced smaller than the minimum size. Office of Strategic Communications & Marketing. Reducing the logo further compromises the integrity of the icon and the readability of the wordmark.

COLOR REPRODUCTION

The official colors of Marietta College are “Marietta Blue” (Pantone Matching System PMS 281 for coated paper and PMS 295 for uncoated paper), white and gray. When gray or metallic silver cannot be used, the alternative is 30% black. All of the Marietta College visual identity marks must appear in their entirety in either Marietta

Blue (PMS 281 coated, PMS 295 uncoated), black, gray or in white for reverse-out Primary Logo Head Logo applications. Minimum size width 1.25 inches Minimum size 1.25 inches

Since white is one of Marietta’s official colors, white paper is usually a better choice than off-white or colored papers for printed publications, and provides a white background when reversing out Marietta’s athletic visual identity marks.

When ordering materials from a vendor (for example, shirts and mugs) asking for Pioneers Wordmark Marietta Wordmark “navy blue” is acceptable. Minimum size width 1.75 inches Minimum size width 1.75 inches

281 C 295 UC White Cool Gray 3 Metallic Silver 877

70 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 71 INCORRECT ATHLETICS LOGO USAGES

To ensure visual consistency, promote recognition and preserve its trademark status, the Marietta College logo must not be altered in any way. The illustrations below 5. The logo cannot be substituted for the words “Marietta College Pioneers” demonstrate many, but not all, incorrect uses of the logo: in a publication’s title; nor can it be used as the subject “Marietta College Pioneers” in a sentence, tag line or slogan.

1. The logo should never be reproduced from a website or previously printed publication.

6. The words “Pioneers” and 2. The logo cannot be redrawn, re-set, “Marietta College” cannot be set re-proportioned or distorted, nor can in another typeface and used in it be printed from an unapproved or place of the official logotype. unenhanced electronic output (for example, laser printer, fax or copy machine). IONEERSTTA COLLEGE MARIE 3. The logo should never be printed within a P border or other type of artwork.

7. The Pioneer head and logo should not be reversed; the head must appear to be looking right.

4. To ensure legibility, the logo is best used on a solid background, rather than over- printed on a photograph, on a heavily textured design or on top of other words. 8. Colors should be printed exactly as shown in the color breaks, or as necessary to comply with NCAA regulations. THERE SHOULD BE NO COLOR SUBSTITUTIONS!

72 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 73 INCORRECT ATHLETICS LOGO USAGES (CONTINUED)

9. The logo should not be reproduced 12. NO PRE-EXISTING ARTWORK MAY BE USED ON ANY MARIETTA COLLEGE at an angle other than horizontal. ATHLETIC MATERIAL. ANY ARTWORK, FOR ANY NEW MATERIAL, SHOULD BE ARTWORK DESCRIBED IN THIS MANUAL.

10. The Pioneers Word Logo and Pioneers with mascot cannot be produced with anything other than either A) the text “Marietta College” or B) the individual sport team. Both Marietta College and the sports team cannot appear under the logo. ALL BA SKETB

11. The logo cannot be separated from the “Pioneers” art unless approved. Only in a few specific cases can the Pioneer art be removed (example: 2003-05 football helmets). AL L BA SKETB

74 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 75 REVERSE APPLICATIONS PATTERNED BACKGROUNDS

The athletic logo, on occasion, will need to be printed in reverse (white logo on dark All marks should not be used on patterned backgrounds if at all possible. If a background). Special artwork for this usage has been created so that the logo will question arises about the usability on a patterned background, please feel free always be easily distinguishable. When this form of use is required (in black and to consult the Director of Creative Services about the logo usage. white or in color), the correct artwork must be obtained from the Office of Strategic Communications & Marketing along with printing advice and approval. SPECIALTY APPLICATIONS All logos may be reversed out, meaning they may be reproduced as white on a dark background. THIS IS NOT RECOMMENDED AS A FIRST OPTION AND SHOULD Specialty applications of the logo (mugs, bumper stickers, T-shirts, decals, etc.) must ONLY BE USED IN EXTREME CASES WHERE ONE OF THE OTHER LOGO OPTIONS be approved in advance by the Assistant Director of Athletics or Office of Strategic CANNOT BE USED. A one-color version of all logos is available on the CD included Communications & Marketing. with this package and through the Sports Information Office or Office of Strategic Communications & Marketing. LOGO USAGE WITH OTHER SYMBOLS

All other logos on a dark background are produced with a white border or a keyline. Only the athletic logo or Marietta College logo is to be used on official college If this form of the logo will not work, the correct artwork must be obtained from publications. The Marietta College Pioneers athletic logo may appear on the same the Office of Strategic Communications & Marketing along with printing advice page with that of another organization, but only to show cosponsorship of an event and approval. or program, or as an illustration of group membership (i.e., Ohio Athletic Conference institutions); in either case, approval by the Assistant Director of Athletics or Office of Strategic Communications & Marketing is required.

Primary Logo Primary Logo on color background Reversed with a keyline (white border).

76 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 77 CONTROL OR PROTECTED AREA ATHLETICS LETTERHEAD

When using the logo, it is important that the area immediately surrounding the logo Marietta College’s official athletics letterhead may be ordered by contacting the Office remain free of type or other graphics, so that nothing competes with the logo itself. of Strategic Communications & Marketing. Athletic departments may order letterhead customized for their individual program as shown below. To maintain consistency and professionalism in all College correspondence, individual campus entities or persons may not design their own letterhead.

The gray represents the CONTROL AREA.

BASEBALL LOGO AND CREW SHIELD

Under the current Athletic Visual Identity, the Marietta College Baseball logo and crew shield will be kept in use. The baseball MC and crew shield will ONLY be used in references to the Marietta College baseball team and crew. All color standards and identity standards will apply to the baseball MC and crew shield.

CUSTOMIZED PROGRAM-SPECIFIC LETTERHEAD

78 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 79 ATHLETICS ENVELOPES ATHLETICS BUSINESS CARDS

The standard address block used for all Marietta College athletic envelopes and labels To maintain a consistent and professional image for Marietta College, the business is illustrated below. card format illustrated below will be used for all athletic department personnel. Individual campus units or persons may not design their own Marietta College business cards.

CUSTOMIZED PROGRAM-SPECIFIC ENVELOPES

80 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 81 ATHLETICS CORRESPONDENCE STYLE GUIDELINES LICENSING AND TRADEMARK ENFORCEMENT

To provide a more standardized, professional look for Marietta College In the summer of 2012, Marietta College began a Licensing and Trademark correspondence, the College suggests that the letter begin at least 2.5” from the Enforcement program. This program is a critical component of our overall branding top of the page, with a 1” margin at both the right and left. A 11/4” margin should be initiative as Marietta College seeks to ensure the high quality and consistent standard set at the bottom of the page. Letters should be printed in 11 point Arial (sans serif) of excellence for which it is known. or Times New Roman (serif) font and should follow the format shown below. Any vendor creating merchandise (apparel, bags, writing utensils, mugs, etc.) bearing any of Marietta College’s protected terms, whether for on-campus departments or organizations, or for third-party vendors to sell in stores, must be set up as an official licensee and go through an approval before placing the College’s protected names or artwork on any merchandise.

Licensed vendors producing merchandise for external organizations and businesses will be required to pay a royalty fee for the use of any of the College’s protected terms or official artwork. Licensed vendors producing merchandise for use by internal

1” departments, offices and student groups will not be subject to royalty fees.

1” The College has partnered with Learfield Licensing Partners to assist in the management of the Licensing and Trademark Enforcement Program. Learfield Licensing Partners is responsible for processing license applications, coordinating artwork approvals, collecting royalty payments and enforcing our trademarks.

1.25”

82 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 83 LICENSING PROGRAM AT A GLANCE LICENSED VENDORS Only licensed vendors may be used to produce merchandise. Due to the time LICENSING AND APPROVAL PROCESS associated with application, you may find it easier to work with a vendor that is already licensed for Marietta College. The Marietta College Office of Strategic All merchandise that displays any of Marietta College’s protected terms must be Communications & Marketing maintains relationships with many highly qualified produced by a vendor that is an approved licensee through Learfield Licensing vendors with licenses. Marietta College encourages faculty, staff and students Partners. Once licensed, vendors must submit proofs of all merchandise designs to order custom merchandise through the Office of Strategic Communications through the Learfield Trademarx Online system to ensure they meet Marietta College & Marketing for this reason. brand standards. Vendors will generally be notified within one business day if their artwork is approved or requires revision. All merchandise produced through this process must contain the “officially licensed collegiate product” label on the item or packaging. Licensed vendors will receive this It takes approximately two weeks for a vendor to become an approved licensee. label and instructions for use when they become licensed. After approval, vendors may access the official Marietta College artwork and begin designing merchandise.

Due to the time associated with application, you may find it easier to work with a vendor that is already licensed for Marietta College. All merchandise produced through this process must contain the “officially licensed collegiate product” label on the item or packaging. Licensed vendors will receive this label and instructions for use when they become licensed.

84 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 85 WHAT IS PROTECTED REQUIREMENTS

Through the right of first use and federal registration, Marietta College maintains In almost all merchandise applications, the inclusion of the appropriate trademark several protected terms. Only approved licensees will be able to produce, display and symbol is required. The only exceptions are the following: distribute merchandise bearing these terms and marks. • If the trademark symbol would be so small that it could not be read, you may Protected Names omit it and attach a label stating that the Marietta College logo is a trademark of Marietta College. • Marietta College (requires ™) • If the merchandise is extremely high quality (e.g., gold or other precious metals, • Marietta College Pioneers (requires ™) crystal), you may omit the trademark symbol and attach a label stating that the Marietta College logo is a trademark of Marietta College. • Pioneers (requires ™) • The trademark may be omitted on official team uniforms. • Marietta [followed by sport/club/organization name or 1835] (requires ™)

• Any combination of the above

Official artwork/logos are available to licensed vendors through the Learfield Trademarx Online system. Logos are not required to be used on merchandise.

• Marietta College logos (one primary, one secondary academic) - requires ™

• Marietta College athletics logos (one primary, Pioneer Head, wordmark) - requires ™

• Marietta College Baseball MC (VERY RESTRICTED USAGE) – requires ™

86 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 87 COLOR, DESIGNS AND FONTS EXCEPTIONS

Protected names and marks may only be displayed in the colors listed below. Recognized campus groups and organizations affiliated with a national organization Merchandise bearing protected names or marks may only be produced in the colors may use the national organization’s logos and/or colors on merchandise in listed below: conjunction with the protected terms. The name or logo of the national organization must be included on the merchandise. Marietta College’s identity standards must still • navy blue (no other variations of blue) be met if using the College’s official artwork. All protected terms listed above may be in the national organization’s colors scheme, provided official artwork is not used. • gray

• white

• black

It is important to note that ONLY solid colors are to be applied when using our artwork or any of our protected names. The following may not be used:

• patterns (stripes, polka dots, splatter, etc.)

• prints (zebra, camouflage, plaid, etc.)

• tie-dye

• gradient fills

When not using Marietta College’s official artwork, the use of drop art is permitted.

88 MARIETTA COLLEGE VISUAL IDENTITY GUIDELINES 89 CONTACT

Office of Strategic Communications & Marketing

Tom Perry Gi Smith Executive Director Writer/Editor 740.376.4408 740.376.4727 [email protected] [email protected]

Ryan Zundell Nate Knobel Director of Creative Services Coordinator of Digital Communications 740.376.4715 740.376.4857 [email protected] [email protected]

Tori Taylor Jeff Moyers Publications Coordinator Print Shop Supervisor 740.376.4717 740.376.4610 [email protected] [email protected]

90 MARIETTA COLLEGE CONTACT 91 APPROVAL PROCESS MERCHANDISING

If a job is produced through the Office of Strategic Communications & Marketing, then The College presents a wide variety of merchandise to students and alumni. The it meets the guidelines set forth in this document and will receive an approval number primary hub for Marietta College merchandise is the College Bookstore, which for the vendor responsible for producing the job. has developed strategies for incorporating the College’s visual identity into its merchandise. Campus departments, offices and program areas may also order If for some reason a department produces a piece that carries the Marietta College merchandise for the audiences that they serve. Although these items are often logo, but has not been produced by Strategic Communications & Marketing, then that prepared according to the prevailing fashion style or vogue, most suppliers are job will need to be approved by Strategic Communications & Marketing. The person capable of preparing customized items to match Marietta College’s visual identity. or department developing a job needs to submit a copy of the project to Strategic While additional production costs may sometimes result, vendors must always Communications & Marketing in person or by email. The project will then be reviewed reproduce our official visual identity marks as designed and match PMS 281 or PMS by the Strategic Communications & Marketing staff (to ensure the logos and colors 295 exactly (for printed materials) or as closely as possible for other merchandise are correct) and will be either returned for adjustments to be made or approved and where PMS matching capabilities do not exist (usually Navy Blue). assigned an approval number. An approval number is required before a vendor may begin working on that job. The approval process is not intended to slow down the To protect the trademarks of the College, all items bearing Marietta College’s production of a job and it will be done in as timely a manner as possible. name or logos must be officially licensed and approved. The Office of Strategic Communications & Marketing is responsible for coordinating the College’s licensing and trademark program. This office must approve all merchandise bearing the name TRADEMARK INFORMATION and/or symbols of the college prior to manufacturing or distribution. The College strongly suggests that when ordering items (such as mugs, keychains, shirts and Marietta College’s visual identity marks are currently in the process of being pens) you do so through the Office of Strategic Communications & Marketing and by registered with the U.S. Patent and Trademark Office. This means that: contacting the Director of Printing and Production (ext. 4727). The Office is prepared • Neither the College’s marks or approximations may be used to identify to handle such requests and in many cases can save the client money by taking entities other than Marietta College. bids from multiple merchandising vendors. Camera-ready art is available online at www.marietta.edu/branding to equip vendors to produce their merchandise • The College’s rights to revenue generated by the commercial use of its according to Marietta’s standards. marks is protected. The Office of Strategic Communications & Marketing will be the sole judge of • The College’s marks cannot be altered or used inappropriately without acceptability and reserves the right to grant approval of uses and designs that jeopardizing legal protective status. may deviate from these guidelines.

• Marks, when used on apparel, should be displayed with the “TM” symbol. indicating trademark status.

92 MARIETTA COLLEGE CONTACT 93 NOTE TO VENDORS HOW TO OBTAIN VISUAL IDENTITY MARKS

The visual identity marks depicted in this manual are trademarks of Marietta College. Marietta College’s visual identity marks are available instantly online at All graphic standards and restrictions outlined in this manual apply to the production www.marietta.edu/branding with a Marietta College login and password. of all merchandise—whether purchased by the College or by outside funding. Design Or you may request any of the production-ready files through the Office of Strategic alterations or substitutions are strictly prohibited without the express written consent Communications & Marketing. (Please allow 1-2 working days for your request.) of the College Art Director (see page 91 for contact information). Contact Information: All jobs produced at Marietta College that carry the official logo need to have an approval number (as discussed on page 92). Without this number, Marietta College Director of Creative Services reserves the right to reject delivery of, and payment for, materials containing Marietta College unauthorized or incorrect usages of the Marietta College visual identity marks, 215 Fifth Street including the College logo, seal and athletic logos. Marietta, OH 45750 ext. 4715 (on campus) 740.376.4715 (off campus)

Marietta College Logos Available Online

• Logos will be available in black, gray, PMS 281, PMS 295 and white.

• Logos will be available as .eps, .jpg, .gif, .pdf and .ai file formats.

Marietta College Athletic Marks

Artwork is available at www.marietta.edu/branding, or contact the Office of Strategic Communications & Marketing at ext. 4715 (on campus) or at 740.376.4715 (off campus).

94 MARIETTA COLLEGE CONTACT 95